Principles of Marketing: Fairy's Car Washer Brand Extension Strategy

This report explores Fairy's brand extension strategy with the introduction of a car washer detergent in the UK market. It identifies Fairy's existing brand values, outlines the product development growth strategy using the Ansoff matrix, and defines the target market as middle and higher-income car owners. The analysis covers key trends and PESTLE issues affecting the brand extension, presents a comparative analysis against competitors like Kärcher, and explains how Fairy's product will differentiate itself through quality and packaging. The report concludes that the brand extension, supported by Fairy's established brand image and loyal customer base, is likely to be successful, emphasizing the importance of thorough market research and analysis in brand extension endeavors. Desklib provides students access to similar solved assignments and past papers.

PRINCIPLES OF MARKETING

TABLE OF CONTENT
 INTRODUCTION
 BACKGROUND OF FAIRY COMPANY
 IDENTIFYING THE EXISTING BRAND VALUES OF THE FIRM.
 EXPLANATION OF THE NEW PRODUCT AND GROWTH STRATEGY
 IDENTIFICATION OF TARGET MARKET.
 ANALYSING KEY TRENDS AND PESTLE ISSUES OF THE CURRENT BRAND EXTENSION
 PRESENTING THE COMPARATIVE ANALYSIS OF THE BRAND EXTENSION.
 ANALYSING HOW BRAND EXTENSION WOULD BE DISTINCT FROM COMPETING BRANDS.
 CONCLUSION
 REFERENCES

INTRODUCTION
 Brand extension helps any company to grow which is possible through effective marketing strategies are been adopted by firm.
Further, the present report is based on the fairy that is introducing the new product line of car washer in UK market.
 Also, the study will identify the new target market and various external factors that would affect the operations of the business. Lastly,
comparative analysis along with the strategy in terms of packaging and logo to be used will also be discussed under this report.

BACKGROUND OF FAIRY COMPANY.
 It is the German brand and is ranked as the most best detergents in the various parts
of the world.
 Also, organisation is continuously involved in inventing and inspiring people
through its various household and laundry products so that more sales could be
generated.
 Moreover, the detergent industry is successful over the years because it sells only
those products that satisfies growing customer needs and wants on large scale
 Also, it is reported that overall market share of detergent is around approx. 7.2% as
in 2017-2022

IDENTIFYING THE EXISTING BRAND VALUES OF THE FIRM.
 In context of the brand values it can be said that fairy works on strong belief that
is maintaining high level of performance, integrity, respect and responsibility
 Also, the brand is focused on forcing goodness and happiness among the people
in selling the good quality products in the market.
 Also, the new radio advertisement of the fairy Non bio was the radio award
winning and thus it has helped in attracting more potential customers towards the
business.

EXPLANATION OF THE NEW PRODUCT AND GROWTH STRATEGY.
 The one product line that the fairy company would launch in the future is the car washer detergent
through which people would be able to consume variety
 Furthermore, to analysis the growth strategy it could be linked to the Ansoff matrix that helps
companies to plan for the future growth of the business in most systematic manner
 For fairy the best strategy would be product development strategy where car washer detergent
would be supplied to the exiting target market so that reviews on its performance could be easily
measured and later it can be expanded to other regions if it becomes successful.

IDENTIFICATION OF TARGET MARKET
 The target market for the new product line of the fairy company would be middle and higher income class groups
that are interested in consuming products at reasonable prices.
Particulars Statements
Segment All people living in and around UK that are owing the
cars
Targeting All age groups above 15 and gender would be able to
consume this product for removing the car or vehicle
dirt
Positioning Better quality and use of social media to promote
various features of new product line

ANALYSING KEY TRENDS AND PESTLE ISSUES OF THE CURRENT
BRAND EXTENSION.
Political
Various factors like political instability had to be taken
into consideration so that sales of the detergent might be
increased.
Social
Various societal customs, beliefs and attitudes had to be known so
based on that different packages and varieties of detergent might be
sold in the market.
Technological
Technology needs to be upgraded so that faster processing
might be done and large sales of goods could be assured.
Economical
Higher Inflation rate and various import and export restrictions etc. has
to be the keep in minds by the firm while carrying out various business

PRESENTING THE COMPARATIVE ANALYSIS OF THE BRAND
EXTENSION.
. Particulars Fairy car washer detergent Kärcher detergents
Product Car washer is the new products category that is going
to be added within the existing product line
It is German owned company that specialised
in sales activities of the high-pressure
cleaners , wash water treatment etc.
Pricing Competitive pricing strategy would be used to attract
customers
Premium pricing strategy is been used as it
provide the quality products in various
markets
USP High quality products and brand image would
increase the sales
Customer loyalty and increase markets
share would help business gain success

ANALYSING HOW BRAND EXTENSION WOULD BE DISTINCT FROM
COMPETING BRANDS
 The fairy new product range of cheese would be different form the other brands in terms of the
quality as it would not contain harmful substances
 Also, attractive packaging design of the bottle would attract more customer towards the business and
product would be named as the “fairy best car washer detergent “
 Moreover, the company would try to introduce various ranges and sizes so that more number of
people are able to consume based on their choices.

CONCLUSION
 From the above analysis it can be summarized that brand extension it is crucial aspect and hence it needs to be undertaken by
the company with full market research and analysis.
 Furthermore, study had identified fairy brand values along with target market and the growth strategy that would allow the
firm to introduce the new brand extension in the market.
 Lastly, the report had specified that this brand extension would be successful because it had already established brand image
and groups of loyal customers across various regions.

REFERENCES
 Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
 Hole, Y., Pawar, S. and Bhaskar, M. P., 2018. Service marketing and quality strategies. Periodicals of Engineering and Natural
Sciences (PEN). 6(1). pp.182-196.
 Kamps, I. and Schetter, D., 2018. Performance marketing. Springer Fachmedien Wiesbaden.
 Morgan, N. A. and et.al. , 2019. Research in marketing strategy. Journal of the Academy of Marketing Science. 47(1). pp.4-29.